8 false promises agencies make to clients - iMediaConnection.com
False promises 4-6
"We get your business."
Agencies like to show category experience during a pitch. It adds credibility and lays a strategic foundation for the engagement. Experience within a vertical can expedite a discovery process and enable agencies to hit the ground running, but it is impossible for an agency to completely understand a client's business before working with it. Every business is unique, and each strategy should have merits of its own.
Look for agencies that have relative experience that can be applied to your situation, but do not believe agencies that say they understand your business will not need any ramp-up.
"This will go viral."
No one can promise this. Viral is a dubious word for agencies that usually involves more finger-crossing than confidence. Advertisers can develop a solid strategy that matches clients' target audiences, but to promise that a campaign will join the short list of viral successes is foolish.
Clients should translate this statement to mean that its agency really likes the proposed idea and is fairly confident users will too. If an agency promises you that a campaign will go viral, challenge it to prove why. Ultimately, the best advice is for clients to evaluate how much they like the campaign, and to determine whether the investment is worthwhile -- even if it does not go viral. If the content can still provide value, go for it.
"We play well in the sandbox with others."
There are some advertising shops that work well with clients' partner agencies, but if given the choice, most would prefer to develop campaigns without input from others. Most of the time, this promise means that agencies can tolerate working with other shops. Agencies that promise this mean well, and they probably do have a history of working with other agencies.
If it is critical that your agency have experience working with agencies, then you can feel confident that agencies promising this will do their best to be amenable to partner shops. They will gripe about it behind the scenes, but if the work is executed well and on time, who really cares about the rest?
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